Large cities and coastal destinations bear the brunt of this reputation crisis. Madrid and Barcelona alone account for over 40% of the negative conversation, and that figure rises to 70% when Andalucía and the Canary Islands are included. Other critical hotspots include the Balearic Islands and the Valencian Community. Meanwhile, regions such as the Basque Country are witnessing a gradual rise in negativity surrounding their tourist image.
In these areas, most public commentary expresses concern about tourist overcrowding, excessive accommodation costs, and the negative social impact on local communities. There are also frequent mentions of urban degradation and increased socio-economic pressure on residents.
However, not all autonomous communities share this negative perception. Spain’s interior and northern regions maintain a more positive view of tourism. For example, Extremadura holds onto its strong reputation due to cultural promotion, particularly during major events such as Holy Week in Badajoz or Valladolid. Cantabria and Navarre are praised for their natural values, while Aragón also scores well, especially for its commitment to sustainable practices.
This highlights a growing divide between coastal territories—where a critical narrative of turismophobia dominates—and inland regions, which are perceived more favorably for their authenticity and low-impact tourism.
LLYC’s barometer aims to regularly capture the social sentiment surrounding tourism in Spain. It serves as a tool to complement conventional sector data by adding a reputational and social perspective that is increasingly relevant in tourism management. According to José Luis Rodríguez, Director of Deep Learning at LLYC Europe, “this study was born to offer a social snapshot of tourism in Spain and help institutions and companies better understand the sector's reputational challenges.”
This new approach is especially important in a context where Spain continues to break visitor records. The country received 35 million international tourists in the first months of 2025—a 5.6% increase compared to 2024—with tourist spending surpassing €46.5 billion, up 8.1%. In this scenario, the challenge is no longer just about attracting more visitors but managing those flows in a sustainable and balanced way.
In this regard, Jorge Marichal, president of CEHAT (Spanish Confederation of Hotels and Tourist Accommodation), calls for a strategy that prioritizes sustainability and better distributes tourism across the territory. He emphasizes the need to “avoid destination saturation” by encouraging longer stays, promoting emerging destinations, and addressing seasonality.
LLYC’s Barometer, updated quarterly, thus emerges as a key strategic tool to measure public concerns, anticipate reputational risks, and support the development of more balanced tourism policies and strategies. As Spain continues to be a global tourism powerhouse, the real measure of success will lie in how growth is harmonized with community well-being and the preservation of local identity.
Ultimately, the decline in Spain’s tourism reputation is less about external factors and more about the public’s perception of a tourism model that, in some areas, is generating counterproductive effects. The sector must respond with a sustainable strategy that redefines tourism by prioritizing local well-being, decentralizing visitor flows, and protecting heritage and the environment. The key will be to balance the numbers with the lived quality of the experience.
